IoT: what does it mean for marketing?

IoT, otherwise known as Internet of Things, is inevitably going to come into our lives sooner than we imagined. With predictions set for the number of interconnected IoT devices to exceed mobile devices in 2018, it’s safe to say we’re on the brink of a new era where data is concerned.

If you’re unsure what IoT is, it’s essentially a network of interconnected..erm..things? Imagine if your refrigerator, alarm clock and TV could all send each other (and their manufacturers) user data to allow for a more personalised user experience. For example, your fridge could detect that you were about to run out of something, and send your phone a notification along with adverts for deals on that particular item. Pretty cool, right?

For marketers, it’s going to be an amazing breakthrough in how we interpret customer data. Historically we’ve had a blind spot after point of purchase – companies were left in the dark about how their product is being used. The intricate use of ‘Big Data’ now means that we’ll be able to see how often a product is used, what it’s used for and, most importantly, how to improve customer journeys.

So how will marketing adapt to such a big shake up in the way we store and use data?

Data protection will get much tighter

There’s no two ways about it, as cool as it is, IoT is kind of creepy. People will need to be made comfortable with their data being used in this way, which of course means more data governance and laws to stop IoT users feeling bombarded.

We’ll also need to ensure that IoT is airtight, with no room for pesky hackers to get in. Tech boffins will likely introduce more encryption techniques to keep all our data safe and sound.

It’s going to disrupt a lot of industries

As with any new innovation that forces people to work with it or risk getting left in the dust, IoT will ruffle a lot of feathers. Of course, we know that industry disruption is a necessary evil that pushes us all to work smarter and faster – if it weren’t for industry shakeups we wouldn’t have the iPhone.

Companies will now need to consider IoT data in their marketing plans and look at ways to use it…or they’ll end up losing it.

CRM is going to get a lot smarter

CRMs will become way more intuitive, rather than act as data storage until you open it up and tell it to do stuff. IoT will mean that CRMs now auto-analyse data and give you a clearer idea of where your client is on their customer journey in real time.

Data-driven relationships are great news for customers, as they’ll get a much more targeted, tailored approach when dealing with you.

UX will need an overhaul

IoT isn’t all going on in the background, users will still need to interact with an interface of sorts. Since the way users utilise products and their respective apps will change drastically, all UX will need to fit in with this. Context is everything where IoT is concerned, since different connected products will have completely different settings and surroundings.

UX, even for platforms not utilising IoT technology, will need an upgrade to match the new shift in how we interact with IoT beacons and sensors.

Has your business begun thinking about the implications of smart, real-time data? If not, maybe it’s time to get up to speed with the Internet of Things predictions to make sure you’re not left behind.

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AUTHOR:
Heba El-Husseini

As the Digital Account Manager at huzzah! digital, Heba is a creative visionary with a flair for writing. She is a lover of storytelling and the impact it can have on brands. When she's not brushing up on her filmmaking skills, you can usually find her eyeing up the latest fashion trends.